Elena Marchiori is a Lecturer at Università della Svizzera italiana (USI) with a focus on usability and digital analytics, online communication, and reputation management in digital media. She teaches in the Master in International Tourism and the Master in Digital Fashion Communication. In addition to her teaching responsibilities, she is a scientific collaborator at the City of Lugano, Switzerland, and plays a crucial role as the coordinator of the Lugano Living Lab, an urban laboratory established in partnership with USI. Marchiori also serves as the general secretary of the Swiss Chapter of the International Federation for Information Technologies in Travel and Tourism (IFITT). Her academic credentials include a Master of Science in Media Management and a Ph.D. in Communication Sciences. Her research interests encompass digital analytics, usability, online communication, reputation management, web design, information architecture, and coaching in online communication and promotion.